Proposal Trends That Win – What Agencies Are Looking for in 2025

As we move into FY2025, federal agencies are refining their expectations around proposal submissions. For new and existing businesses aiming to break into or grow within the federal marketplace, staying ahead of these trends is no longer optional—it’s essential. From evolving clarity standards to strict cybersecurity compliance, understanding what makes proposals stand out is key to winning contracts.

In this article, we’ll break down what’s changing, what contracting officers are saying, and provide a clear do/don’t guide to sharpen your technical and pricing volumes. Whether you’re a first-time bidder or a seasoned contractor, these insights can give you the edge you need to compete and win.

What’s New in 2025: Key Shifts in Proposal Expectations

• Clarity Over Complexity: Contracting officers increasingly favor proposals that are clear, concise, and solution-driven. Overly technical language without context or clear value is a turn-off.


• Environmental, Social, and Governance (ESG): Proposals must now reflect an agency’s sustainability and ethical sourcing goals. Expect to see ESG criteria baked into more solicitations, especially in defense, construction, and IT sectors.


• Cybersecurity Compliance: With the rise of CMMC (Cybersecurity Maturity Model Certification), federal contractors—especially those in the DoD space—must now demonstrate a verified cybersecurity posture. Agencies want assurances your systems can handle Controlled Unclassified Information (CUI) responsibly.


• Past Performance Still Reigns: Agencies remain focused on risk mitigation. Proven performance, even on smaller subcontracts, is a powerful differentiator. Make it easy for evaluators to connect your past results with their future success.

Feedback from the Front Line: What Contracting Officers Are Saying

In recent industry engagement sessions, several contracting officers emphasized the importance of communication and compliance. Here’s what we heard:

“The proposals that rise to the top are the ones that answer the requirements directly—no more, no less. We’re not grading on creativity. We’re evaluating based on fit and execution.”
— Contracting Officer, Department of Homeland Security

“Companies that show they’re serious about cybersecurity—who submit their self-assessments or CMMC status—immediately gain credibility.”
— Contracting Officer, Department of Defense

Proposal Dos and Don’ts for 2025

Technical Volume

• Use clear, structured language that mirrors the solicitation requirements.


• Include a compliance matrix to map your responses directly to agency asks.


• Highlight past performance with quantifiable results (e.g., “Reduced delivery time by 30% over three contracts”).


• Incorporate ESG initiatives if applicable to the scope of work.

• Overload with technical jargon without explaining relevance.


• Ignore instructions in Section L or M of the RFP.


• Submit a boilerplate response—tailor every section to the agency and contract.

Pricing Volume

• Provide a rationale for your pricing—justify with data and benchmarks.


• Use standard formats (e.g., Excel with labeled tabs) as specified in the solicitation.


• Break down costs clearly, including direct labor rates, overhead, and fee structures.

• Hide or bundle costs without explanation.


• Make math errors—ensure your spreadsheets are audited before submission.


• Fail to address cost realism or reasonableness if required.

Resources to Stay Ahead

Keep your proposal strategy sharp with these official resources:

• SAM.gov – Register your business and search for active solicitations.


• USAspending.gov – Research how agencies are spending money and who they’re awarding.


• Acquisition.gov – Access FAR (Federal Acquisition Regulation) and agency supplements.

Winning federal contracts in 2025 means more than submitting a strong proposal—it’s about speaking the government’s language in every section. Agencies are demanding clarity, cybersecurity, and alignment with their mission and compliance goals. Your ability to adapt and respond to these evolving priorities will determine your success in the federal marketplace.

Need Help Positioning Your Next Proposal for Success?

Our proposal experts help you speak the government’s language. From shaping compliance-driven narratives to optimizing your pricing strategy, we’ve helped dozens of businesses secure their first—or their fiftieth—federal contract.